Saatchi Unveils Penney Campaign

NEW YORK Saatchi & Saatchi’s first work for J.C. Penney builds on the retailer’s previous efforts to be seen as more upscale and trendy and less price orientated.

The campaign, which breaks Feb. 25 on ABC’s broadcast of the Academy Awards, introduces a new tagline, “Every day matters,” which replaces, “It’s all inside,” which Penney had used since September 2000.

The Plano, Texas-based retailer in September shifted its creative account to Publicis Groupe’s Saatchi in New York, from Omnicom Group’s DDB in Chicago.

DDB, which had handled the business since April 2000, handed off to Saatchi on Dec. 1. Media duties remain at Omnicom Group’s OMD in Chicago.

The new campaign includes at least three television spots, a half-dozen print spreads and a new microsite. Each TV and print ad begins with the proposition, “Today’s the day to . . . ,” which leads to a scenario in which a consumer brandishes a product, such as earrings, lingerie or a bathing suit, that’s available at Penney.

“By focusing on life’s little moments, we are able to show our customers how we can enhance their every day lives, helping them make each day richer and more inspiring,” said Mike Boylson, chief marketing officer at Penney. “We are not just looking to sell merchandise; we are looking to sell an experience.”

The company also is updating its store signage and training its 151,000 sales people to be more approachable and personable.

The campaign’s budget was not disclosed. Through November of last year, Penney spent about $340 million in major measured media, according to Nielsen Monitor-Plus. The 2005 total was around $325 million, according to Nielsen.